book $1.2 million in revenue during its first year.
LIA’s Web-based technology reflects lessons Warren said he absorbed as the head of Gray Suit Marketing, a San Diego agency he founded in 2002 to help major technology companies serve their business customers. In particular, Warren said he often saw a yawning divide between the sales and marketing teams, even though sales and marketing are supposed to be closely coordinated corporate functions.
With LIA, Warren said a company could ensure that its senior executives, sales teams, engineering groups, and others are all relying on the same marketing documents. “We lock down the content” for mobile users, Warren added. “We don’t let them alter it and we don’t let them share it [with others].”
For example, a company attending a major industry conference in Europe or Asia could publish the conference agenda, information on breakout sessions, meeting schedules, and thousands of related documents to the secure LIA website for access in real time by authorized employees. Schedule changes and other website content can be regularly updated. The technology enables a company to also tailor its information, so a business development executive based in Brazil doesn’t get the public affairs information intended for the team from Germany.
“LIA routes the correct content and user interface to that user,” Warren said.
LIA also enables customers to analyze how their workforce is using the data, Warren said. The analytics technology enables big companies to identify the information that is being accessed most often, where users are looking for information, and the extent of their searches. That can be useful for supervisors who want to assess their employees’ performance, Warren said.
